One of the biggest rifts in any business is the one that tends to exist between sales and marketing. Often, when something goes wrong, it’s easy for one branch to point their fingers at another. Likewise, when things go well, it’s easy for one branch to think it deserves the credit over the other.
But, if we’re focusing on solely a matter of brands and sales, it’s clear how much these two really do rely on one another, and the magic that can be done with they work together. After all, good brands do much of what a solid sales team does. A good relationship between the two can be observed by even the newest of customers. Here’s how.
The Visible Relationship
To begin with, a good brand and a good sales team are equally as important. That’s a no-brainer. While a sales team may interact with people directly, a good brand helps a company get noticed in the first place. Both do the job of bringing in leads and eventually, closing in on a sale to help grow the company. Once people discover they love your brand, the rest is pretty easy. And remember, the brand is largely made up of contributions made by marketing. Don’t ever forget that.
Secondly, both a good brand and a good sales team start their initial approach from inside the company. If a company wants to bring in business, it’s imperative that there’s some kind of protocol or “culture” developed around the brand. This happens when there is a strong communication within the business “walls.” Whether those be physical walls or invisible, digital walls, the entire company needs to have a mutual understanding revolving around how this product is going to reach people. At the same time, a sales team develops their approach to customers from within, by figuring out how they should successfully execute a sale.
What Goes On Beneath the Surface
Another thing both a brand and a sales team do the same way is focusing on selling a lot more than just the product. A great brand, therefore, should reveal the benefits people are getting from adapting this product into their lives. It may sound cliche, but if the point of the product is to, say, “Make the world a better place” or something along those lines, then that’s what the aim should be. Similarly, a good sales team should work on their CRM strategy, to reel in customers through trust and eventually, loyalty, to them, and the brand they are representing. Or, in some cases, the brand that represents them.
Beyond that, there are a lot more things brands and sales share in common. It’s the dedication the company has to the customers and what the brand stands for. How they both work to create a sense of value for the customers, and promising that value throughout the lifetime of the brand. Lastly, a great brand can bring in people naturally, as can a confident sales team that has a good inbound marketing approach. (Again, why it’s so important for marketing and sales to work together.)
Some may also argue that good brands, like sales teams, shouldn’t copy old initiatives or go after what’s trending. That they should be innovative, and always find ways to stand on top of the competition. Of course, while all companies should strive to be different, it’s always good to be in tune with what the people want. Though, at the end of the day, always, always, stay true to your brand.
The Bottom Line
If your company believes in its brand as much as the people on the sales floor, a lot of great things can happen. Brands are what creates those relationships and keep them strong while the sales team is asleep at night. At the same time, the sales team works to create that emotional, human interaction, that brands can only do to a certain extent. As long as your company can maintain a positive AND consistent connection with both, the profits will come.
Need some help getting your brand and sales team on the same page? Request a demo with Mission Suite today!